Advertising is a blend of art and commerce. It’s art because it needs to make a compelling, emotional connection with an audience. It’s commerce because, at the end of the day, it needs to sell product.
Sadly, the broader marketing and advertising industry is obsessed with creating ads that win creativity-based awards. And everyone in the industry wants to go to the South of France for a week every summer to bask in the sun, drink gallons of rosé, and pat each other on the back for winning a Lion at the Cannes International Festival of Creativity, the industry’s most prestigious creative award.
Too much emphasis is placed on the glamour of advertising rather than its intended purpose; to create a smooth, gentle pathway that moves people along to a point at which they decide to open their wallets and hand over their hard earned cash for your products or services.
With inbound marketing, it’s not about creating things that look pretty and appeal to judges at awards shows. It’s about developing creative that has a purpose: to provide your potential customers with the information they need to take the next step along the path toward a sale. While every piece of marketing creative should ultimately have a specific goal-related purpose, creative developed for inbound marketing has to be ultra-specific.
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